Here we are, two weeks before the RIMS conference, and already I've been inundated with phone calls, e-mails, faxes, snail-mails, carrier pigeons, skywriting and singing telegrams from just about every exhibitor, asking me to please meet with one of their key people. The fact that there is only one of me and hundreds of you means face time is more valuable than a barrel of oil these days! Yet few PR people seem to have a clue how to get a busy editor's attention.

For one, outside of one-on-ones with the top dogs at the biggest carriers and brokerages, who make news just about every time they utter a public word, it's virtually impossible for any editor or reporter at these major industry conferences to spare precious time on what I call “meets-and-greets.” These are get-togethers with no particular purpose other than to give a CEO or marketing manager the opportunity to plug away about their products and services. It's usually material that belongs in an ad, not a news story.

What I suggest to most PR folks asking how to get my attention is to make some news! Reporters are hungry for quick stories in an otherwise overwhelming conference program.

How do you make news? Release the results of a survey on a hot topic. Hand out a research report on a critical issue with a controversial conclusion clearly laid out in the executive summary. Convene a panel of experts to talk about the state of the market segment you are in.

Invitations to breakfast, lunch or dinner without putting some meat on the agenda (a speech or two or panel discussion, for example) will not draw much press (or, if it does, they are only there for the free food and drinks, and are unlikely to write anything about your client). Reporters are simply too busy running around filing stories (and blog entries) to take time for casual schmoozing. Those “good, old days” are long gone in this 24/7 Internet world.

I understand PR people live to get their clients private meetings with reporters. But if all you have to offer is a general conversation about what your particular company is up to lately, it's a tough sell. To file copy from such innocuous events risks having mobs come after a reporter with torches, demanding to know why their meet-and-greet invitations were rejected.

Another possibility is a quick hit at your exhibit booth. I always make it a point to tour the exhibit area to see what's new in the market. If you are flexible with your schedule, you might get a few minutes with an editor–but again, you need to put in some work to make the most of such opportunities.

I liken it so speed dating–you only have a few moments to get the distracted and tired editor's attention. What do you have to offer that will keep him from forgetting all about you the moment he walks away from your booth?

I am brutal when it comes to dealing with PR pitches, because I get so many of them they could easily overwhelm me.

For years, I have focused the minds of many a flustered PR person by demanding to know, in 20 words or less, what the news is? Why is what they have to say so important to my readers–and why is it more important than what dozens of others are calling to tell me.

Many wilt under the pressure and cannot come up with a coherent pitch, but others thrive, practically handing me my lead paragraph for a piece of breaking news. It's a crucial and all too rare PR and marketing skill, and I urge you all to focus on developing it–for your own sakes, as well as that of your clients.

Shortly, I'll be inundated with calls from exhibitors at the next big event I am attending–the ACORD LOMA Insurance Systems Forum. This group at least acknowledges the realities of the limited time and attention span of even the most diligent editors and reporters, by setting up a speed-dating-like situation. They have participating vendors at tables, with reporters quickly circulating among them. A bell goes off every few minutes to signal it's time to move on, so you better move fast (20 words or less, remember?!?). I found it very useful, and wish more associations would adopt the technique.

Whatever happens, don't be offended. We are all in a hyper-competitive market. We all must fight for the time, attention and business of our customers. Editors and reporters need to run the most newsworthy and useful items to grab and keep our readers' attention amid all the media clutter. You must do the same to keep your clients satisfied, whether they be risk managers, insurance companies or agency and brokerage firms. That means you need to compete for media attention as well.

Good luck!

Special Reports /

You Need Substance To Get An Editor's Attention

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